Lecture10 packaging and merchandising

Integrated Marketing Communications: Packaging and Merchandising

Marketing Communications MSc Marketing Management (Lecture 9) Dr Elvira Bolat C113, Christchurch House, Talbot campus ebolat@bournemouth.ac.uk Marketing Communications 2016, Faculty of Management, BU

Senses • Martin Lindstorm: the senses influencing consumers • Sensory marketing – sensory branding – replying to the following questions: 1. How many senses are being utilized in your marketing campaigns?

2. What unique impressions could you add that would enhance the products and services you offer?

EMBODIED COGNITION

Professor Aradhna Krishna

- sensory inputs driving consumer behavior

‘sensory marketing’ - “marketing that engages the consumers' senses and affects their perception, judgment and behavior” Sensory triggers – “consumer perceptions of abstract notions of the product i.e. sophistication, quality, elegance, innovativeness, modernity, interactivity” = the brand's personality “sensory triggers may result in consumers' self- generation of (desirable) brand attributes, rather than those verbally provided by the advertiser”

(Krishna 2012)

Sensation ≠ Perception: Sensation – “the stimulus impinges upon the receptor cells of a sensory organ—it is biochemical (and neurological) in nature” Perception - “the awareness or understanding of sensory information. In Latin, perceptio or percipio means “appre- hension with the mind or senses.” “ (Krishna 2012)

Sensation ≠ Perception - visual illusions

Sensation ≠ Perception – visual illusions

(Krishna 2012, p. 335)

1. Sight

2. Smell = Olfaction ~ 1000 odors … “fewer than 3% of companies have established a unique aroma” = memory

3. Taste = consumption

“...if we let something linger in our mouth, feel its texture, smell its bouquet, roll it around on the tongue, then chew it slowly so that we can hear its echoes, what we're really doing is savoring it, using several senses in a gustatory free(Krishna 2012, p. 342) for-all...�.

4. Sound = Audition the Journal of Consumer Research: “the slower the music, the more people shop” “when slow music is played in a restaurant, the bill is 29% higher”

5. Haptics = Touch

“59% of consumers prefer their Coke in a glass bottle�

(Krishna 2012, p. 335)

Multi-sensory experience … are FUTURE

“Every consumer company should be thinking about design in a holistic way, using the senses to help create and intensify brand personalities that consumers will cherish and remember.�

Professor A. Krishna

Packaging

Defining…

• A means of protecting & preserving the product (element of a product strategy) • a sub-category of the promotional mix helping to make brand choice decisions • Channel for a persuasive information • Add-value (i.e. convenience) • FMCG

Degree of control Low

Packaging

Long term Source: Egan (2007)

High

Personal influence

Short term

“Good design is obvious. Great design is transparent.”

Joe Soprano

Physical features + Information

Design

Packaging Components

Brand asset

Extended experience

The communication dimension of packaging (1) Colour i.e. red – stimulate appetite; White – purity; Blue - freshness

The communication dimension of Shape packaging (2) i.e. convenience, ease of use, appeal, added value

The communication dimension of packaging (3)

Size

i.e. height, volume, value (price/affordability)

~ Attractiveness / design

Packaging – Positioning!

Packaging: Main Objectives Brand awareness Brand loyalty Experience - engagement Compering other brands against the competition Informational content

MC: Types of Packaging • Passive

- heavy reliance on advertising

• Active - IMC where packaging is a MC tool

Trends • Increased personalisation • Fit with a lifestyle • Shape-shifting, i.e. intelligent packaging • Storytelling • Digital experience

Trends: • ASAP

• Idealization of the Past

Merchandising

Defining…

• Generating brand awareness and visibility via display • Maximising attention, ‘pick-up’ opportunities • Implies call to action

Degree of control Low

High

Merchandising

Long term Source: Egan (2007)

Personal influence

Short term

in-store staff training, leaflets, digital technologies (i.e. mobile apps)

POP placement, product displays

Components

Merchandising: Main Objectives • Persuasion – action (sampling, purchasing) • Experience – added value • Experience – a service setting • Guiding (shelf space) – Positioning • Internal marketing

Trends: • 3D

• Tracking – big data

Further Reading Krishna, A., 2012. An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.

Hultén, B., 2011. Sensory marketing: the multi-sensory brand-experience concept. European Business Review, 23 (3), 256 – 273.

Nguyen, D., Parker, L., Brennan, L., and Clements, A., 2014. The taboo question: Condom retailing in Vietnam and social marketing implications. Journal of Social Marketing, 4 (2), pp.133 – 154.

Yam, K. L., Takhistov, P. T. and Miltz, J., 2005. Intelligent Packaging: Concepts and Applications.

Journal of Food Science, 70, 1–10.

Miller, M., 2014. Brand-building and the elements of success: discoveries using historical analyses. Qualitative Market Research: An International Journal, 17 (2), 92 – 111.